Symposia & Conferences
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Item IMPACT OF MARKETING MIX IN BRAND PREFERENCE SPECIAL REFERENCE IN LUBRICANT IN MARKET IN JAFFNA DISTRICT.(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Rajumesh, S.; Kumaratheepan, V.; Sivanenthira, S.The usage of lubricant among Sri Lankan consumers had been increasing since recent decade while globally accepted & fully localized brands were recording a positive growth in terms of the usage. Purpose of this study is to explore how the marketing mix factors influence the brand preference of lubricants among the lubricant consumers in the greater Jaffna region. Sample consisted of 200 consumers in greater Jaffna region. Data were gathered by administrating questionnaires. The independent variables are product, price, place and promotion and dependent variable is the brand preference. Analysis was done using the correlation and regression at the significant level of 0.05. The results indicated that there were significant relationships between price, product, place, promotion and band preference. There is a huge competition in the lubricant market to retain the market share and grow it there for all the lubricant companies practice varies strategies to acquire the competitive market place in the market. Market could have a better understanding of their target audience and thereby make their marketing more effective. This study mainly focused on marketing mix factors and that can be affected to the brand preference of the lubricant. Marketing mix factors divides in to factors such as price, place, product & promotion. In this study researcher has reveal that relationship of the variables which influence to the brand preference.Item Factors Influencing the Purchase Intention of Organic Food Products in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Karunatilleke, A.N.C.; Weerasiri, R.A.S.Organic food industry currently has become one most emerging markets around the world. Considering the recent economic growth in Sri Lanka, agricultural sector inclusive of organic food industry, holds a significant portion over the contribution to economic growth. However Sri Lanka being one of the largest exporters in agricultural sector, understanding the potential and behaviour of the consumers regarding organic food products is vital to expand the industry. Hence the aim of this study is to analyse and discuss the organic market and customer purchasing intention in Sri Lankan context. The key objective of the study would be to study the factors influencing consumer purchasing decision with regard to organic foods whereas the specific objectives are to; identify the impact of marketing mix related factors and pre purchase related factors (attitudes, values, beliefs) on customer purchase intention, identify how the impact of demographic factors towards marketing mixes related factors or pre purchase related factors and customer purchasing intention and identify the prominent factors influencing consumer purchasing decision of organic food and recommend strategies for organic food manufacturers. This research study is descriptive in nature and data has been collected from 150 respondents using well-structured questionnaires. Primary data were collected through a consumer survey conducted in western province using a stratified sampling method and analysed results using mean analysis, regression and frequency measures. Secondary data were collected through rigorous literature review. The date gathered was analyzed using SPSS16.0.However based the research outcome, marketing mix and pre purchase related factors have a clear positive relationship with the customer purchasing decision of organic foods. Hence the recommendation and insights for strategies have been provided via the study that can be used by organic food manufacturers in accordance with their business situation to maximizeItem A Study on Sales Performance of Liquefied Petroleum Gas Dealers in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Ubayachandra, E.G.; Cooray, N.H.K.This study is an empirical investigation into the extent to which LPG dealers are market oriented and the degree of their sales performance. For the convenience of analysis, study was restricted to seven provinces namely Central, North Central, Eastern, Southern, Western, Sabaragamuwa and Uva Provinces. With the aid of nonrandom convenience judgment sampling technique which helped to get sample on comparable basis 198 LPG dealers were selected. For collecting data, 198 questionnaires which were received back without rejection were administered among the selected respondents. In reviewing the scores obtained by LPG dealers over five year time period ranging from 2004 to 2008 it seems that the scores obtained by LPG dealers above 100% and between 100%- 80% are less than marks scored between 80%-70% and below 60% as revealed by the annual dealer scorecard evaluation process, 2004-2008. Further it was noted from preliminary data survey that customer expectation has not been satisfactorily fulfilled by the LPG dealers. (A.C. Nelson’s Report, 2008). Thus, the central problem of this study was why such poor situation has taken place in this sector? The key objective of this study was to examine the extent to which LPG dealers are market oriented. Specific objectives were to identify the marketing practices of dealers to retain existing customers, to identify the endeavor made by the LPG dealers to attract new customers, to identify how often LPG dealers share customer feed-back and competitor information with staff and to provide a better set of suggestions to get LPG dealer market oriented and to get their sales performance higher. Consistent with these objectives research questions were raised. They are; what is the degree of market orientation? What is the attempt made to retain existing customers? What is the endeavor made to attract new customers? How often do LPG dealers share customer feed-back and disseminate competitor information with staff? In addition to descriptive statistical tools which were used to present data, correlation analysis was employed to test the respective hypotheses. For more clarification SPSS computing software version was associated. Based on the results of discussion it was able to make a conclusion that intelligence collection, intelligent dissemination and response to intelligence highly affect the sales performance subject to the moderation made by market orientation.Item FACTORS INFLUENCING THE DEMAND OF BEAUTY SOAP AMONG FEMALE CONSUMERS IN THE GREATER COLOMBO REGION(2010) Wijesundera, G.; Abeysekera, R.The usage of beauty soap among Sri Lankan consumers had been declining since 2003 to 2009, while globally accepted & fully localized brands were recording a negative growth in terms of the usage. Purpose of this study is to explore how the marketing mix & demographical factors influence the brand preference & purchasing behavior of beauty soap among the female consumers in the greater Colombo region. Sample consisted of 91 female consumers in greater Colombo region. Data were gathered by administrating questionnaires. The independent variables are 4Ps, Age, Income Level, Education, Marital status, Occupation, skin type, social factors, substitute products & dependent variable is the brand preference. Analysis was done using the Chi-square method at the significant level of 0.05. The results indicated that there were statistical relationships between price, product, education, occupation and band preference and there was no statistical relationship between place, promotion, age, income level, marital status, skin type, social factors, and substitute product with the brand preference. Thus the price, product, education & occupation are only having a statistical relationship with the brand preference of female consumers in the greater Colombo region.